When Project Breastfeeding founder Hector Cruz's wife gave birth to their child, the mother struggled with breastfeeding the child. Hector Cruz realized he was suddenly immersed in an issue that he had no information about.

He then decided to try and educate all the daddies out there about breast-feeding with his campaign. He hopes these images will eventually gain enough interest and money to allow him to put up billboards of the ad around his hometown of Clarksville, Tenn.

Project Breastfeeding features pictures of dads pretending to breastfeed their child, and Cruz hopes that it will encourage new daddies to be supportive of their wives during the breastfeeding process.

Here's what Cruz said:

“I decided that the best way to get the conversation started was to get the men involved. There is nothing out there for men [about breast-feeding]. I wanted to change that. I think that men posing with their child in a similar way as women breast-feeding … shows the support that men have for their wives. Really understanding how my wife’s body works, helps me to understand my children and their developmental and physical needs and makes me a better father."

But some people haven't taken a liking to this advertising campaign, and actually find it pretty offensive!

Especially its slogan, which is "If I could, I would", which some find as basically another way of saying "I can't, so I won't".

We definitely see both sides of the issue here, and it's true that breastfeeding isn't the only option for parents of newborns.

Maybe if the ad could somehow incorporate the other options in its ads - that might be more helpful.

Although we have no idea how that would work with the ads for Project Breastfeeding in its current state.

I'm so damn sick of people flipping their lid over everything and everything being SO CONTROVERSIAL. Why cant people promote or raise awareness in whatever they believe in or want? As long as it doesnt hurt anyone, come on. Everyone can have their views and opinions but its like cant they just have them and that be that… NO everything has to have everyone STOPPING THE PRESS and throwing big ass hissy fits about it. This dude wants to know more about his wifes body. Thats cool and he is just trying to share that sentiment. WHY DO PEOPLE READ TOO MUCH INTO $HIT?

Other options? The whole point is that breastfeeding is the #1 recommended option, even the formula says it on most containers. He's saying, that there are a lot of issues that can come up for nursing mothers that may deter them from providing this avenue of nourishment. His group is helping the husbands support them thru their issues. Its mostly those who are not fully educated on the benefits(for baby & mom) give up, perhaps if they had a coach helping them, they wouldnt give up. Perez, seriously, how can you even comment on how these pictures look "awkward", thats hypocritical.

Re: Aurora Vaughn – It seems that way in the U.S., but in other places, not so much if at all. The U.S. does sensationalism to hawk papers, news, shows, you name it. Working in Canada right now, and it's so calm and rational.

I never realized how weak and crybaby humans are. I'm more disturbed by society's tendency to whine and be offended by everything than this ad. Are the offended people even aware that some men can in fact .. express milk? I've seen it with my own eyes in a photo. A guy squirting milk. COULD have been photoshopped but the photo looked like an ordinary cam capture. Very low tech.

Hello Perez, not sure where you get all your info but we do indeed have several other slogans. "I would if I could" is JUST for the daddies. We also have a "Pumped and proud" for our working moms and donor milk receipients. The Dad photos are our hook. To get people talking. Since it got you to write this, I guess we're doing something right.

Thus project is to promote BREAST FEEDING and the education of moms and dads to help a mom acomplish this amazing thing her body does. Don't like that it doesn't promote formula, don't support it. Hector is an amazing human, father, husband and of course Californian! What he is doing is beyond amazing for moms dads and babies alike!

There is noting AWKWARD about this. In fact it is possible for a man to lactate the same way an adoptive mother can induce lactation. As a father yourself im shocked to see your stance on the most natural way a child can be fed. Breastfeeding education is key in this country. Not only for the mother but the father and society as a whole. We seem to be one of the only countries where women can be looked down upon for breastfeeding and any campaign promoting education and trying to normalize breastfeeding is wonderful.